Amaldoss, Wilfred; Shin, Woochoel - In: Marketing Science 30 (2011) 5, pp. 776-788
Recent business research points to the fortune awaiting to be tapped in low-end markets. In this paper, we investigate how the size of the low-end market influences a firm's profits and the pioneering firm's quality choice. As low-valuation consumers increase in a market, on average, consumers'...